THE INFLUENCE OF DIRECT SELLING ON CUSTOMER SATISFACTION IN THE COSMETICS AND PERSONAL CARE INDUSTRY:A CASE STUDY OF SMALL-SCALE BUSINESS IN MWENGE, DAR ES SALAAM

Abstract

ABSTRACT Direct selling has emerged as a strategic approach to foster relationships with current and potential customers by addressing their needs directly. This study examines the impact of direct selling on customer satisfaction within the cosmetics and personal care industry in Mwenge, Dar es Salaam, Tanzania. Specifically, it examines how direct selling representatives’ communication skills and product knowledge influence customer satisfaction, and identifies key challenges and barriers affecting this dynamic. Guided by a pragmatist philosophy, the study employed a cross-functional research design using a mixed-methods approach. Data were collected from 84 participants in a description of 14 sales representatives and 70 customers through structured questionnaires and semi-structured interviews. Quantitative data were analyzed using descriptive statistics and multiple linear regression to identify significant associations, while qualitative data underwent thematic analysis. Findings reveal that communication skills and product knowledge significantly enhance customer satisfaction. However, direct selling faces notable challenges including market saturation, low sales force motivation, negative public perceptions, cost allocation complexities, and ethical concerns. Regression analysis confirmed a statistically significant relationship (p ≤ 0.05) between the independent variables (communication skills, product knowledge, and challenges) and the dependent variable (customer satisfaction). The study concludes that customer satisfaction in the cosmetics and personal care industry in Mwenge is strongly influenced by the communication skills, product knowledge, and challenges and barriers. The study recommends that companies should invest in continuous training programs to strengthen representatives’ communication and product expertise, while also addressing structural and ethical challenges to improve public perception and operational efficiency. For future research, it is suggested to explore the long-term impact of digital direct selling platforms and the role of customer loyalty programs in enhancing satisfaction across broader geographic regions.